The visibility playbook
Practical essays on video marketing, personal branding, PR and AI visibility — what we've learned producing 1,000+ interviews with industry leaders.
Looking for xraised announcements? That's News →The Press Page Most Founders Ignore: How to Build an On-Site Media Hub That Earns Inbound Journalist Requests
Most company press pages repel journalists. Here's exactly what to include, how to structure it, and why it matters for inbound coverage and AI citations.
Read the essay →Crisis-Proofing Your Reputation Before You Need It: The Founder's Pre-Work
Build a dark site, holding statement, and journalist contact before a crisis hits. The three assets every founder needs for reputation control.
Read the essay →How to Brief a PR Agency So the First Three Months Actually Produce Results
Most PR engagements fail because founders hand over access, not context. Here's the exact brief a PR agency needs to place stories from day one.
Read the essay →The B2B Website as a Visibility Asset: What Editors and AI Crawlers Both Look For
Most B2B sites are built for conversion, not credibility. Here's exactly what journalists and AI retrieval systems check — and how to fix it, in order.
Read the essay →How to Write an Expert Source Pitch That Lands You in a Journalist's Rolodex
Stop sending bio dumps. Learn the exact 3-part structure — credential hook, tight insight, usable quote — that makes journalists save your contact and return.
Read the essay →The Embargo Strategy: How to Time a Story for Maximum Coverage
A step-by-step guide to using press embargoes: when to pitch them, what to promise journalists, and how to avoid the mistakes that kill coverage.
Read the essay →How to Build a Media List That Journalists Actually Respond To
Stop blasting generic press lists. Learn how to build a lean, prioritized media list by beat, tier, and recency — and get journalist responses in under two hours.
Read the essay →Personal Branding for Executives: What Actually Moves the Needle (and What to Skip)
A no-fluff effort-vs-payoff guide to personal branding for executives: build 3 assets before 30 posts, and skip the vanity work that wastes a CEO's time.
Read the essay →Why Earned Media Compounds and Ads Don't: The Founder's Case for PR
Does PR work for startups? Earned media is an asset that compounds for years, while ads stop the moment your budget does. Here's the founder's case.
Read the essay →How to Get Your Company Cited by ChatGPT: An AEO/GEO Primer for Founders
Answer engine optimization (AEO/GEO) for founders: how to get cited by ChatGPT with quotable facts, trusted earned media, and clean answers.
Read the essay →Thought Leadership Isn't Posting: How Founders Build a POV Worth Quoting
Thought leadership isn't posting volume. How founders build a specific, defensible POV that journalists quote and audiences actually remember.
Read the essay →How Founders Actually Get Featured in Top Outlets (From the People Who Place Them)
The insider mechanics of earning press coverage: the newsworthy hook, the journalist's real incentive, timing, and why "we raised a round" is not a story.
Read the essay →From One Interview to a Month of Content: The Founder's Repurposing Playbook
How we turn one 40-minute founder interview into a month of articles, reels, quote cards and an outlet feature — no extra founder time required.
Read the essay →The Founder's Guide to Being Interviewed: Sound Like Yourself
Practical media-training habits that make a founder interview land: preparation, bridging, soundbites, and cutting jargon. From people who've recorded a
Read the essay →How to Turn a Company Milestone into Real Press Coverage
What makes a company milestone newsworthy instead of invisible. The data, angle, and timing that turn an announcement into an actual feature.
Read the essay →Why 'We Raised a Round' Isn't a Story (and What Is)
A funding round alone rarely earns real coverage. Understand a journalist's real incentive and how to turn a proprietary insight into a pitch editors open.
Read the essay →The Executive Ghostwriting Playbook: Scaling Your Voice Without Losing It
How executive ghostwriting stays authentic: voice capture, POV ownership, and the founder inputs you can never delegate. A practical playbook from xraised.
Read the essay →LinkedIn for Founders: The 20% That Builds Real Authority
The few high-leverage LinkedIn moves that build founder authority: POV posts, earned-media reshares, and a strong profile. Skip the busywork. From xraised.
Read the essay →The Newsroom Mindset: Always Have a Story Ready
Build an internal pipeline of newsworthy stories so you never scramble when a journalist calls. The newsroom mindset for founders, from xraised.
Read the essay →Bylines and Op-eds: How to Get Published in Your Industry's Top Outlet
How founders and executives pitch and land a byline or op-ed in a top outlet: build the argument, prove outlet fit, and earn the editor relationship.
Read the essay →The Trust Stack: Why Buyers Google You Before They Reply
Buyers, investors and journalists run a ten-second trust check before they reply. Learn the trust stack that decides whether you pass or get ignored.
Read the essay →Podcast Guesting for Executives: A Compounding Authority Channel
A practical guide to podcast guesting for executives: choose the right shows, prepare properly, and repurpose each appearance into lasting authority.
Read the essay →From Founder to Category Leader: Owning a Point of View
Generic thought leadership gets ignored. Owning a narrow, defensible point of view is what turns a founder into a category leader. Here is how we build it.
Read the essay →Measuring PR: What Actually Matters Beyond Impressions
Impressions and reach are vanity metrics. Here are the PR signals that actually predict business impact: search presence, referral quality, sales trust, AI
Read the essay →Managing Your Narrative When Attention Spikes
Sudden attention, good or bad, tests every founder. Here is how to be ready with prepared messaging, a trained spokesperson, and the speed to respond well.
Read the essay →The Anatomy of a Quote Journalists Actually Use
A quotable quote is specific, opinionated and self-contained. Here is how founders give quotes journalists actually print.
Read the essay →Speaking and Stages: Turning Talks into Lasting Authority
The right stage is a content engine. Here is how founders land relevant talks and turn one into clips, articles and credibility.
Read the essay →Your Executive Bio Is an Asset: Write the One That Ranks and Gets Cited
Search engines and AI models lift your bio verbatim. Write one canonical, consistent, factual version they can cite with confidence.
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